Millennials have been a hot topic for a long time, perhaps because they are known to be very different from their predecessors’ generations. People are watching their fashion, lifestyle choices, and other habits with a watchful eye, whether it’s to praise or judge. There are many stereotypes about this generation, and some of them prove to be true.
They love wine
For example, wine drinking is very popular among the millennial generation. They drink so much wine, in fact, that they are changing the way it’s sold. For instance, millennials consumed 159.6 million cases of wine in 2015, which equates to 36% of all wine purchased that year.
Compared to other generations, millennials made up 30% of “high frequency” drinkers in a recent research study. Baby Boomers made up 38%, and Generation Xers made up just 20%. High-frequency millennials drank 3.1 glasses of wine per sitting, more than any other generation. Of those frequent drinkers under the age of 30, two-thirds of them were women.
Winemakers are now changing the way they sell wine to cater to millennials because of how much wine they are drinking. For instance, wine delivery, check-in apps, and other products that promote convenience are now on the rise due to the most tech-savvy generation. Wine is being sold in a can now to meet the demands of millennial’s need for convenience.
Another aspect of the wine market that is changing is what exactly goes into the wine. Millennials care more about what they put in their bodies compared to previous generations, leading to a boost in the organic wine market. This market is expected to grow at a rate of almost 10% a year for the next five years, according to Infiniti research.
Kurt Jetta, the CEO of TABS Analytics, which does an annual beauty buying survey, says, “Millennials are the highest buyers, the heaviest buyers of skin care.”
They are not spending money on skin care the same way previous generations are, though. For example, they are not buying anti-aging products. They care much more about preventative products rather than treatment. They are instead buying products like moisturizers with SPF, cleansers, and acne creams.
Millennials are also much more into cosmetic procedures from a dermatologist. They are getting Botox, fillers, peels, and laser treatment. This likely led to the 11% increase this past year in surgical and nonsurgical aesthetic procedures. According to the American Society of Aesthetic Plastic Surgery (ASAPS), more than $15 billion was spent in 2016 alone. Along those lines, millennials are more likely to try injectables. Around 47% of millennials had already tried them, compared to 28% of women 35 to 39 and 11% of women ages 40 to 49.
Finally, as is the same with wine, millennials love organic options. In fact, 49% of millennial women will always go for natural or organic beauty products over other types. A spike can be seen in natural and organic beauty products recently, and that could explain why. This trend is likely due to the growing awareness of environmental issues that the millennial generation possesses.
It’s safe to say that millennials like to do things differently. Whether you agree or disagree with their choices, they are still having a great impact on the world around us.